Client: Crumbly Wumbly

Sugar and spice and all things brand for a Hitchin market trader

A new recipe

HAND was commissioned by cupcake market stall holder Kerri to create a brand to promote her baking skills.

Kerri gave us an old rusty baking tin as the brief and our job was to elevate her from “a lady who bakes nice things for friends” to “a professional baking company”… and once we had tasted the cakes we knew we could help – they were amazing.

Nammmmme generation

Naming the new company was a challenge. Our research told us there were so many cake companies with ‘cakes/buns/baking’ in their names.

We had to think different, these cakes were special, they were, mmmmm, munch, crumbly and mmm, munch, munch, wumbly… Crumbly Wumbly was the perfect name… memorable, different and ‘cakey’ and the client loved it.

Baked with love

The logo was inspired by the old cake tin and we built a brand strategy around the essence of it: homemade and delicious; like mum used to make; ‘Baked with Love’ using all local organic ingredients but a naughty treat now and again.

A cloudy pastel colour scheme complimented our bold typography and ‘doily’ inspired graphic devices which together created a crisp, modern design aesthetic with some slightly retro sprinkles. . .

Right lovely buns

Our new business start-up package got things moving initially and over time and further commissions we acted as brand guardians and created all the brand touch-points across print and digital, including the stationery, promotional flyers, signage, photographic art-direction and advertising campaigns.

We designed and developed the website (visit here) which showcased the cakes, services offered and flavours available. Our social media strategy across Facebook, Twitter and Instagram helped build the brand quickly and cost effectively. Regular social updates were key in developing important relationships with customers.

Absolutely delicious

From launching the new brand Crumbly Wumbly’s popularity grew rapidly. From running 1 market stall per month, Kerri was now doing 1-2 per WEEK. Within the first six months she was supplying Deli’s in Hitchin and St Albans with fresh baking.

Cupcakes came into fashion for Weddings and corporate events too and demand for Crumbly Wumbly’s went of the (weighing) scales! Within the first year the company was featured in Vogue Magazine and also started supplying Deli’s in London – Mel C’s sister brought Crumbly Wumbly in to supply her cafe ‘The Shed’ in Chelsea.

A Great Taste Gold Star award was won and also in the two following years after.

The Queen (!!) even had a box of Crumbly Wumbly’s given to her when she visited Hitchin in 2012 as part of her Diamond Jubilee tour. We think, as brand stories go, this one is a right royal success.